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8/6/2008
Kimberley Dedecker Named Chairperson of ARF Online Research Quality Council Client Advisory Board
(New York, NY, August 4, 2008) -
In a move to further enhance its industry impact, the Advertising
Research Foundation (ARF) has named Kimberley B. Dedeker, Vice
President, External Capability Leadership - Global Consumer &
Market Knowledge, The Procter & Gamble Company, as Chairperson of
the Online Research Quality Council (ORQC) Client Advisory Board, it
was jointly announced today by Robert Barocci, ARF President and CEO,
and Robert Tomei, Chairman of the ARF/ORQC, and President, Consumer
& Shopper Insights, Information Resources, Inc.
“Since the
inception of the ORQC last August, our focus has been on building a
broad industry consensus on key research quality-related issues and we
have done that as the ARF has recently issued five research-on-research
RFP’s to enhance learning on the major quality issues,” stated Barocci.
“The ultimate success of this important industry initiative depends on
the active participation and leadership of major advertisers. That’s
why we are especially delighted to have P&G’s Kim Dedeker serve as
Chairperson of the ARF ORQC Client Advisory Board which today consists
of leaders across a wide variety of industries.” The Client Advisory
Board includes…
- Robert Atencio, VP, Insights and Customer Strategy, Wal-Mart Stores, Inc.
- Jim Carter, Executive Director, Advertising Research & Metrics, AT&T
- Dr. Tom Evans, VP, Audio Research and Special Projects, ESPN
- Gayle Fuguitt. VP, Consumer Insights, General Mills, Inc.
- Ron Gailey, SVP, Director of Research & Customer Insight, WaMu
- Leroy Leiker, SVP, Brand Marketing Research, Bank of America
- James Mendelsohn, VP, Corporate Strategy, Capital One
- Steven Oi, Sr. Consumer Insights Manager, Kraft
- Amy Raihill, Consumer Insights Manager, Shell
- Michelle Salazar, Sr. Director, Global Consumer & Business Insights, McDonald’s
- Bob Sanders, Sr. Manager – Marketing Strategy, Measurement & Insights, Allstate Insurance Company
- Stan Sthanunathan, VP, Global Knowledge & Insights, Coca-Cola
- Clifford Thumma, Sr. Director, Team Leader, US Market Analytics, Pfizer, Inc.
- John Willard, Director, Market Research & Consumer Relations, Bayer Consumer Care
“I
am honored to work with such a distinguished group of industry leaders
to catalyze the quality improvements we need in consumer research,”
Dedeker stated. “We will support the ORQC in aggressively completing
the work chartered in the online RFP processes and will provide the
vision for the subsequent phases of the journey we have embarked on.”
“When
we formed the ORQC, it was with two specific commitments to the
industry,” commented Tomei. “First, it had to be knowledge-driven,
which is already being evidenced by the recent launch of the
‘Foundation of Quality’ research-on-research project and, equally
important, our ultimate conclusions and recommendations had to be
client driven.”
“With Kim Dedeker at the helm of such a
prestigious group of Industry leaders,” said Tomei, “we can now look
forward to invaluable input and guidance as marketers and research
agencies work together to address the many critical issues and
opportunities facing the quality of online research today.”
Tomei
continued: “Working with Kim and the ARF, we have identified many areas
in which this newly created role will benefit our current (and future)
initiatives including, but not limited to:
- Increase the quality of the dialogue and cooperation between manufacturers and research agencies;
- Consolidate
the industry needs and opportunities around research quality – focusing
initially online, but eventually expanding the scope of the Research
Quality Council over time to address both emerging platforms (i. e.,
communities, forums, mobile) and more traditional offline research
techniques;
- Provide industry leadership and strengthen the
partnerships between manufacturers and research agencies to align
around best practices, standards and key quality metrics;
- Collaborate
with colleagues on the Client Advisory Board to provide industry
leadership and alignment ensuring a bias toward action, even as we
incorporate ongoing knowledge and learning.”
About the ARF
Founded
in 1936 by the Association of National Advertisers and the American
Association of Advertising Agencies, the ARF is dedicated to
aggregating, creating and distributing research-based knowledge that
will help members make better advertising decisions. ARF members
include more than 300 advertisers, advertising agencies, associations,
research firms, and media companies. The ARF is the only organization
that brings all members of the industry to the same table for strategic
collaboration. The ARF is located at 432 Park Ave. South, 6th Floor,
New York, NY 10016 and on the Web at www.theARF.org.
# # #
MEDIA CONTACT:
Barry M. Schwartz, Schwartz Public Relations
212-677-8700 ext. 18, barry@schwartzpr.com
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